Italian fashion group Max Mara has teamed up with Academy Award nominee Amy Adams to promote its accessories for its new 2014 ad campaign.
Last year’s successful campaign featured Jennifer Garner. The brand wanted to follow it up with ads featuring another A-list celebrity. Adams earned a Golden Globe this year for her performance in “American Hustle” and will appear in “Big Eyes” by Tim Burton later this year.
Photographer Mario Sorrenti took the photos for the advertisements. The ad campaign includes five photos: three for fall and two for spring. Adams poses in one photo with the Signature Bag, which features “puntino” saddle stitching, and in another with the Margaux bag, which has asymmetrical handles and can be completely zipped up or partially closed with a flap. The stitching is concealed, and the handbag has a long inner shoulder strap. Adams also modeled sunglasses for the ads. Sorrenti created a short film about the advertising project.
The images were unveiled at the Max Mara boutique in New York City this week. The company also planned a dinner for about 80 people to celebrate the kick-off of the new ad campaign. The photos will be featured in about 50 Max Mara boutiques around the world beginning in late August. The ads will be shown in new places where a celebrity face is more important, such as Dubai, Russia, China, and Portugal. The ads will be featured in magazines and online starting with the bags in August and following with the sunglasses in October. Billboards will also be displayed in countries around the world.
Max Mara has been producing handbags and other accessories at its leather goods manufacturers in Tuscany and the Veneto region. Its sales have grown 33 percent over the past four seasons.
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